The Role of Olympic Visual Identity in Shaping National Image Perception Among Chinese Citizens: A Conceptual Paper

Abstract

This study investigates the role of Olympic visual identity design (OVID) in shaping national image perception among citizens of the host nation, with a focus on cognitive and emotional mechanisms. Despite extensive research on branding and national identity, few studies systematically explore how OVID influences national image perception, particularly within the host country. The study develops a conceptual framework integrating visual communication, semiotics, cognitive psychology, and nation branding to examine how OVID (stimulus) affects cognitive processing (organism), ultimately shaping national image perception and related behavioral intentions (response). Using the Stimulus-Organism-Response (SOR) model, the research identifies key design attributes—such as aesthetic quality (harmony, naturalness, elaborateness) and cultural relevance (cultural symbolism, historical relevance)—that influence attention, comprehension, memory retention, and emotional engagement. Findings reveal that culturally coherent and visually distinctive OVID strengthens national image perception by reinforcing cultural identity and fostering emotional engagement. Emotionally charged and symbolically rich designs capture attention and enhance memory retention, with emotional responses mediating the relationship between visual identity and behaviors such as tourism interest and national pride. This research contributes to the understanding of Olympic branding and national identity, offering practical insights for Olympic organizers and policymakers. The proposed framework calls for future empirical validation through quantitative modeling and cross-cultural studies.